The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.
Federal Trade Commission
self-regulation is viewed as a way of limiting government interference in advertising.
It is a process of varying the width of the product range with the company to modify the return on investment of the company.
divides a market into distinct groups that have heterogeneous needs.
easier it becomes to measure advertising effectiveness.
the reason a company spends money on advertising and promotion is to sell its products or service.